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8th November 2021

Get to grips with your cookie policies

Insight from the Hunterlodge Media Team

We take a look at the changing world of third-party cookies and its impact on the digital advertising space. We also unveil five effective alternative targeting solutions.

What are third-party cookies?

Third-party cookies are used by advertisers or ad servers to track user behaviour, which generates a ‘virtual user profile’ that can be used for targeting and analysis.

Why are third-party cookies important for advertising?

These cookies usually track and document the page history on a website, and more importantly across websites, to recognise a user and how they interact across the web.

Advertisers and brands use this data to target users with relevant ads based on their interests and consumer behaviour, allowing them to advertise more effectively.

Why are third-party cookies being phased out?

Greater legislation from both US state-based courts and the European Union have indicated that ‘Big Tech’ (also known as the Big Five: Amazon, Apple, Google, Facebook and Microsoft) have too much control of user data and that privacy laws need to be reshaped to better protect individual’s data on the basis of ‘human rights’.

Following an increase in legislation, as well as a recognition that user privacy is a key selling point and a value of reputation, Big Tech have taken steps to limit the data they hold on users and how advertisers & brands can utilise it.

What do consumers think about third-party cookies and privacy?

A population survey conducted by YouGov found that just one out of ten respondents were positive to commercial organisations collecting personal information about them online, whilst one out of five respondents believed that serving ads based on their personal information was acceptable.

Where do we currently stand with third-party cookies?

Google’s plans to roll-out their changes to privacy will have a large impact on how advertisers and brands target audiences, even with it being delayed.

With Safari and Firefox now blocking third-party cookies by default, we are already seeing impacts on user data and attribution that analysts and advertisers can use.

Despite this, it’s important to note that it’s not all doom and gloom, Jared Gifford, our Digital Performance Manager gives you his top 5 alternatives.

To find out more about third-party cookies and its impact on digital advertising, contact kim.mclellan@hunterlodge.co.uk

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